Snapchat and Pepsi team up for big Canadian campaign

The beverage company is targeting millennials by releasing 20 exclusive Snapchat Lenses on its products.

If you drink a Pepsi and it isn’t on Snapchat, did it even happen?

Yes, but Pepsico and Snap are encouraging the pairing. The two have partnered for a new “Snap it with Pepsi” Canadian campaign this summer, creating 20 exclusive Snapchat Lenses that can be unlocked with Snapcodes on select 591 ml bottles and 12X355 ml cases of Pepsi. Snapchat Lenses add real-time special effects and sounds to Snaps. Pepsi’s exclusive summer-themed Lenses include scuba headsets, faces with sunglasses and some Canada 150 friendly moose.

The partnership is the largest deal that Snap has been a part of in Canada to date, according to a representative from the company. Snap has previously partnered with brands including RBC, General Mills, CBC and Corby’s Jameson.

Media on the campaign is from OMD, with creative from BBDO Toronto, Praxis on social and PR, Mark IV on in-store POS and Shikatani Lacroix managing the packaging design.

Targeting millennials, the Snapcode-enabled bottles will be promoted with lower third “snipes” on top-rated programs, mobile video Snap Ads and OOH placements in Calgary, Montreal and Toronto.

Claudia Calderon, senior director of marketing, PepsiCo Beverages Canada, said the campaign is an evolution of the recent “Say it with Pepsi” campaign that used “PepsiMojis” on its packaging and promotions. Similar to that program, this summer’s Snapchat campaign is also targeting millennials.

Calderon said the millennial target is why PepsiCo went with Snapchat for the campaign, since it’s one of the platforms that the demo spends a lot of its mobile time on.

Snap Inc. made headlines earlier this week, announcing that Joe Strolz has joined the company’s Canadian office as its first country manager for the market. Strolz most recently worked as head of Americas and interim head of international at AOL Canada.